{"id":1439,"date":"2026-07-02T08:29:00","date_gmt":"2026-07-02T06:29:00","guid":{"rendered":"https:\/\/www.nutrimedia.info\/?post_type=news&p=1439"},"modified":"2026-06-17T14:30:02","modified_gmt":"2026-06-17T12:30:02","slug":"platforms-exceed-tele-confidence-scarce","status":"publish","type":"news","link":"https:\/\/www.nutrimedia.info\/en\/news\/plateformes-depassent-tele-confiance-rare\/","title":{"rendered":"Platforms have overtaken television. In nutrition and health, it's trust that's becoming scarce."},"content":{"rendered":"

For the first time, social media and video platforms are the world\u2019s leading source of news \u2014 54 % of audiences, ahead of television (52 %) and news websites (51 %), according to the Reuters Institute\u2019s Digital News Report 2026, based on nearly 100,000 respondents across 48 markets. At the same time, trust in news has fallen to 37 %, its lowest level since measurements began in 2015.<\/strong><\/p>\n\n\n\n

For a B2B company in nutrition, health, and ingredients, the message isn't \u00abbe present on platforms\u00bb. It is: visibility is no longer worth much without credibility \u2014 and the gap between the two becomes your real playing field. This article offers the figures that frame the shift towards platforms, then a concrete method for adapting your editorial strategy without diluting your scientific foundation.<\/p>\n\n\n\n

The game-changing numbers on the platforms<\/h2>\n\n\n\n

The shift is not just another media evolution. Seven points from the Reuters report deserve the attention of marketing, communications or business development managers in the food and health sectors.<\/p>\n\n\n\n

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  1. Platformisation has been confirmed and affects all age groups.<\/strong> Social media and video platforms now account for 54 % of audiences, ahead of TV (52 %) and news websites (51 %). When AI chatbots are included, the total for third-party sources rises to 56 %. The report states that this shift now affects all age groups, not just the youngest.<\/li>\n\n\n\n
  2. Online video has become dominant.<\/strong> 77 % of the audience consume online news videos every week. In 45 of the 48 markets studied, more people watch news videos online than on television. YouTube accounts for 34 % of news consumption, TikTok for 20 % (the fastest growth), whilst Instagram is growing just as quickly.<\/li>\n\n\n\n
  3. Video growth is eluding publishers.<\/strong> A strategic point often overlooked: this growth is entirely concentrated on third-party platforms. Video consumption on publishers' own sites and apps is down 5 points this year. In business terms: your audience is being built on land you don't own, according to algorithmic rules you don't set.<\/li>\n\n\n\n
  4. The television set itself is becoming a platform.<\/strong> 27 % of viewers now watch on-demand news via apps such as YouTube on their smart TVs. The line between television and streaming platforms is blurring, even in the living room.<\/li>\n\n\n\n
  5. The creators establish themselves.<\/strong> 46 % of listeners get their information from creators of all kinds, and 27 % from creators or influencers specialising in news. The report notes that they are perceived as more entertaining and more accessible, but less reliable and less impartial than the established media.<\/li>\n\n\n\n
  6. Conversational AI<\/a> Enter the circuit.<\/strong> 10 % of the audience now use an AI chatbot to find out information every week, compared with 7 % last year, and 16 % among those under 35. A growing proportion of your future audience will discover a topic via a generated response, rather than via a link.<\/li>\n\n\n\n
  7. Distrust is setting in.<\/strong> Confidence in the news has fallen to 37 %, down in 29 of the 48 markets \u2014 by 5 points or more in 19 of them. Concerns about disinformation rose by 4 points to 62 %. And 43 % of the audience say they avoid the news at least occasionally.<\/li>\n<\/ol>\n\n\n\n
    \"Platforms<\/figure>\n\n\n\n

    The paradox: maximum attention on the least credible channels<\/h2>\n\n\n\n

    For a consumer brand, this paradox is manageable. For a player in nutrition, food-tech, or health, it becomes a reputational risk as well as an opportunity. The subjects involved are complex, the levels of evidence vary, and the regulatory constraints are significant.<\/p>\n\n\n\n

    When an R&D manager, an ingredient buyer, or a marketing director comes across a topic in their feed, they aren't just looking for quick information. They seek to identify, behind the content, a source capable of explaining the scientific nuances, formulation implications, evidence limitations, and associated business opportunities.<\/p>\n\n\n\n

    In an environment where overall confidence has fallen to 37 %, The ability to demonstrate rather than state becomes the most sustainable competitive advantage.<\/strong> Short content and long content therefore cease to be opposed. Short content attracts, guides, qualifies. Long content reassures, demonstrates, converts. The two work as a system.<\/p>\n\n\n\n

    The blog is not dying \u2013 it's changing its function<\/h2>\n\n\n\n

    Many companies misinterpret the rise of platforms and conclude that blogging is becoming secondary. Reasoning error, which the report indirectly illuminates<\/strong>. Even if press publishers see their proprietary video views drop by 5 points in favour of platforms, the lesson for a brand is not to abandon its territory. It is never to build its entire presence on rented land.<\/p>\n\n\n\n

    The owned website remains the best space for developing a comprehensive argument, structuring expertise by themes, optimising for search engines and hosting premium content (reports, eBooks, case studies). It is also the only place where the message is not dependent on any format imposed by an algorithm.<\/p>\n\n\n\n

    But an article can no longer be conceived as a standalone piece intended solely for the website. It becomes a Source content<\/strong> \u2014 an editorial core from which are drawn LinkedIn posts, visual summaries, newsletter excerpts, webinar scripts, carousels, and micro-videos. Think of each piece of content as an editorial hub.<\/strong><\/p>\n\n\n\n

    Modularity is becoming an editorial skill in its own right. Even before writing, one must consider how the article will be redistributed. A concrete example: a company specialising in ingredients publishes a foundational article on sugar reduction without compromising on taste. This core can then be adapted into: a LinkedIn post on consumer expectations, a second on formulation challenges, a third on ingredient solutions, an infographic summarising technical trade-offs, a short email linking to the full article, and a webinar covering the most strategic points. A single piece of foundational content fuels several weeks of presence.<\/p>\n\n\n\n

    Seven operational reflexes<\/h2>\n\n\n\n
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    1. Start from real customer questions.<\/strong> The best topics come from the field, not from brainstorming: recurring commercial objections, formulators\u00ab requests, regulatory queries, signals from business teams. List twenty questions actually asked by prospects, then transform them into high-value headlines: \u00bbHow to improve the protein profile of a plant-based formulation?\u00ab, \u00bbWhat evidence to communicate on digestive health?\u00ab, \u00bbHow to reduce sugar without degrading texture?\".<\/li>\n\n\n\n
    2. Show the level of evidence.<\/strong> This is the most effective approach in a market characterised by 37 % confidence. A publication summarising a study should never present an exploratory finding as a certainty. Stating what is known, what is suspected and what remains to be confirmed builds greater credibility than a vague promise. Always provide context: what doses, which biomarkers, what type of study, and what the limitations are.<\/li>\n\n\n\n
    3. Get the opening right.<\/strong> The title and the opening lines determine the core of engagement. A good title is specific, understandable, and benefit-oriented. The introduction sets the context, highlights the tension, and makes a clear promise \u2013 ideally by starting with concrete data: market trend, formulation challenge, regulatory angle, or a figure that frames the issue.<\/li>\n\n\n\n
    4. Write for search engines without forgetting humans.<\/strong> SEO remains decisive in niche markets, where high-intent queries generate qualified leads. Build each article around a primary query and a few secondary queries; place the central keyword in the title, introduction, some subheadings and metadata, without ever sacrificing the flow or precision of the reasoning.<\/li>\n\n\n\n
    5. Structuring for fragmented reading.<\/strong> Even experts don't read linearly \u2013 they scan, save, and revisit. Explicit subheadings, short paragraphs, lists where appropriate, and sidebars that break up the text. The more scientifically dense the content, the more strategic the formatting becomes.<\/li>\n\n\n\n
    6. To forecast recycling before publication.<\/strong> Recycling isn't a final stage add-on, it's a design step. Defining the expected variations upstream \u2013 three posts, an email summary, sales support, a webinar angle \u2013 changes how you write: each major section must be able to become a standalone module, with a strong idea and reusable data.<\/li>\n\n\n\n
    7. Measure what matters for business.<\/strong> Impressions flatter the ego and say little about the quality of opportunities. Instead, follow the read time, the click-through rate to a premium resource, webinar registrations, technical downloads, and the quality of inbound leads. A highly specialised article often generates less traffic than a broad topic, while at the same time attracting significantly more qualified contacts.<\/li>\n<\/ol>\n\n\n\n

      A three-tier architecture<\/h2>\n\n\n\n

      To structure the whole, three floors correspond to three distinct functions.<\/p>\n\n\n\n